MOOSEHEAD BREWERIES SETS NEW MOOSE ON THE LOOSE

Saint John, NB [June 1, 2023] - Canada’s oldest independent brewery just got a fresh new look. Moosehead Breweries has revealed a brand redesign that includes new packaging for its core family of brands, including Moosehead Lager, Moosehead Light and Moosehead Radler. 

This is the first visual identity update for the brand in five years. Unsurprisingly, the brand’s majestic moose icon continues to play a central role in the new packaging - albeit with a few updates - and features prominently on the Moosehead Lager and Moosehead Light labels. ​ 

“We’re returning to our roots, but with an eye on the future,” says Trevor Grant, Vice President, Marketing and Sales, Moosehead Breweries. “We focused on bringing back historical elements like typography and the use of our emerald green and premium gold, but with modern sensibilities. You also can’t miss our striking, new moose design that’s significantly more prominent on our packaging. We believe this rebrand honours what longtime fans of the brand have loved for decades, while ensuring a strong shelf presence for years to come.”

The new packaging design work was led Conflict, the brewery’s creative agency of record.

The launch of the new packaging coincides with the launch of Moosehead Lager’s newest brand campaign, also developed by Conflict. The new creative builds on the Beer With Your Name On It campaign Moosehead launched last summer, which invited Canadians to tag them (@moosehead) in photos of their awesome achievements on Instagram for a chance to be rewarded with a personalized can of Moosehead Lager with their name on it. ​ ​ 

The campaign generated thousands of submissions - and thousands of cans of personalized beer were sent out across Canada. The overwhelming response inspired the brewery to extend the story for a second year. 

“The Beer With Your Name on It campaign recognizes one fundamental truth: beer just tastes better when you’ve earned it,” explains Niall Kelly, Creative Director, Conflict. “It was created to reflect the values of both longtime fans of Moosehead and the very people who brew it. Hard workers who view challenges as opportunities. Now with the premium rebrand, Moosehead feels like a true reward doers will want to earn after a hard day's work.”

Moosehead’s new packaging is currently rolling out across Canada. 

About Moosehead Breweries

Moosehead has been led by the Oland family since 1867, making us the last major brewery in Canada still owned by Canadians. Our 155 year history is as rich as the flavour of our beer. Today we exist to reawaken and reward the courage to go after what’s difficult, because we know that obstacles are opportunities to show the world what you’re capable of. 

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